Lipper Fund Awards

A prestigious industry award benefits from a brand makeover—aligning it with its parent’s dynamic product portfolio and reenergizing its positioning to engage asset managers.

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Lipper Fund Awards

A prestigious industry award benefits from a brand makeover—aligning it with its parent’s dynamic product portfolio and reenergizing its positioning to engage asset managers.

challenge

To leverage the legacy of a renowned industry awards program while infusing it with the modern design and name of its corporate parent.

Opportunity

Distill a contemporary value proposition from Lipper’s rich past and create a design aesthetic that would preserve its valuable brand equity.

exponent

Having the invitation to tear down a dated and entrenched symbol is empowering, but we knew that respecting it would win hearts and minds in the industry.

The Challenge

The Challenge

The Challenge

Thomson Reuters had owned the Lipper brand, representing the much sought after Lipper Fund Awards, Lipper Alpha Forum and other capabilities, for a decade but it had not fully assimilated the prestigious name under its equally well known brand. The Lipper brand was also fragmented with legacy logos and messages still in circulation.

Thomson Reuters realized it had an opportunity to build brand equity with asset managers by controlling the messaging and the graphic representation of the Lipper trophy logo across touch points.

The Opportunity

The Opportunity

The Opportunity

Both Thomson Reuters and the Lipper Fund Awards had powerful brand identities and associated elements. Thomson Reuters is a world-class data and technology giant—with a matching brand. Lipper is a “household name” among asset managers worldwide: Its’ classification system is the standard of measurement for funds, while its’ rankings and iconic trophy represent accolades that can have measurable marketing impact.

Blending complementary strengths—visually and verbally—led to the creation of a crisp iconic design with a nod to the familiar and clear messaging that served to boldly reinforce the brand’s leadership role.

The Exponent

The Exponent

The Exponent

From the start, we knew the highly recognized arrowhead trophy had to survive the rebranding—and so we consciously designed the brand from the trophy out. We created a sleek faceted-crystal interpretation of the form, and its two-dimensional stylized representation would become the Thomson Reuters Lipper Awards logo. An event display design package and rigorous promotional and messaging standards were developed to control the brand across Lipper applications in print and online.

The awards season rolled out in 2016 with new trophies, a PR campaign and global advertising placed by winning managers. The refreshed Thomson Reuters Lipper Fund Awards created a legitimate buzz in the financial industry.